Articles liés à Handbook of Qualitative Research Methods in Marketing

Handbook of Qualitative Research Methods in Marketing - Couverture rigide

 
9781845421007: Handbook of Qualitative Research Methods in Marketing
Couverture rigide
ISBN 10 : 1845421000 ISBN 13 : 9781845421007
Editeur : Edward Elgar Publishing Ltd, 2006

Synopsis

The Handbook of Qualitative Research Methods in Marketing< >

  • research paradigms such as grounded theory and semiotics
  • research contexts such as advertising and brands
  • data collection methods such as projectives and netnography
  • data analysis methods such as metaphoric and visual analyses
  • presentation topics such as videography and reflexivity
  • applications such as ZMET applied to Broadway plays and depth interviews with executives
  • special issues such as multi-sited ethnography and research on sensitive topics.

Authors include leading scholars and practitioners from North America and Europe. They draw on a wealth of experience using well-established as well as emerging qualitative research methods. The result is a thorough, timely, and useful Handbook that will educate, inspire, and serve as standard reference for marketing academics and practitioners alike.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Edited by Russell W. Belk, Kraft Foods Canada Chair in Marketing and York University Distinguished Research Professor, Schulich School of Business, York University, Toronto, Canada

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Edward Elgar Publishing Ltd
Date d'édition
2006
Langue
anglais
ISBN 10 
1845421000
ISBN 13 
9781845421007
Reliure
Relié
Nombre de pages
608
Éditeur
Belk Russell W.
Coordonnées du fabricant
non disponible
Personne responsable
non disponible